JD Sports' bag for life

JD Sports has launched a new campaign for the Christmas season that puts the brand's recognisable duffle bag as the centre of attention, 25 years after first being introduced. 

The film, named The Bag for Life, is part of a new brand platform, called Forever Forward, which spans VOD, cinema, retail, OOH, DOOH, murals, social and online in the UK, Australia, Canada, South East Asia and Europe.

The bag is celebrated in the campaign for its role as an enduring symbol of British youth culture, whether serving as a boot bag, a record bag or a school bag, the yellow holdall has been a youth staple for quarter of a century. The 90-second film has a documentary-style approach and shows how different people use and wear the bag, celebrating the role it continues to play in youth culture today. The campaign was created by Uncommon London and directed by Amara Abbas through Iconoclast, and the soundtrack is provided by Liquid's Sweet Harmony.

Featured in the film is talent from across sport, entertainment, music and culture, with 15 well-known faces (including Kano, Central Cee, Joy Crookes and Nia Archives) appearing alongside street-cast young people to empower and inspire the next generation. 

“The JD duffle bag has been a central part in British youth culture across the years," said Benny Everitt, Executive Creative Director at Uncommon. "We wanted to create a campaign that celebrated its relevance today now more than ever — using the bag itself as a connection point between the brand and its audience. Using authentic moments, talent and tactical outdoor to bring this message to bear over the festive season.”